SBS-TV’s ‘The Fiery Priest 2’ has opened an alley pop-up. Production company Studio S and Gil Story IP have collaborated to transform the area around Seoul St. Joseph Cultural Street (6, Seosomun-ro, Jung-gu, Seoul) into ‘The Fiery Priest Street’.
They branded the fictional district ‘Gudam-gu’ from the drama into a virtual municipality ‘Gudam City’. The pop-up will operate until the 5th of next month. Various goods are available, including Gudam’s perfume balm and seed message kits, which were inspired by the scents of characters played by Kim Nam-gil, Lee Ha-nee, and Kim Hyeong-seo (Bibi).
They have launched products branded as local specialties such as Gudam tart, Gudam vin chaud, Gudam chocolate, Gudam Ssanghwa, and Gudam household items. The whole alley has been transformed into a brand house.
In collaboration with local businesses, they offer curated items like ‘Superpower Mocha Bread’, ‘Lucky Gudam Madeleines’, ‘Fiery Soup’, ‘Gudam Sesame Oil’, and ‘Gudam Blend Coffee’. By purchasing the ‘Gudam Pass’, you can receive a 10% discount on signature items and menus from neighboring stores.
The Gudam pop-up store is located in Jungnim Warehouse, which won the Korean Architecture Culture Award. The first floor recreates ‘Gudam Convenience Store’, where Oh Yo-han (played by Go Kyu-pil) worked, and sells character goods and collaboration products.
The second floor is made into ‘Gudam Operations Room’, where Gudam Avengers planned their missions, currently hosting an event where you can leave support messages for Gudam. The basement depicts a hidden space.
It’s set up as a photo zone gathering slush funds from ‘Dae Beom Trade’s Secret Vault’ from ‘The Fiery Priest 1’, where you can take unique ‘money bundle’ photos. Part of the fun is discovering hidden handwritten notes by Priest Kim Hae-il and Detective Goo Dae-young throughout the pop-up.
In a separate building, scenes such as Priest Kim Hae-il (played by Kim Nam-gil) and Prosecutor Park Kyung-sun’s (played by Lee Ha-nee) secret meeting spot from ‘The Fiery Priest 2’ are run as the ‘Gudam Bucket’. Gil Story IP’s CEO, Yoon Kyung-geum, stated, “Story content like dramas, films, and webtoons are gaining global popularity as K-content.
However, the reality is there aren’t many content that generate profit as ancillary businesses.” She continued, “There are limitations in just selling goods through pop-up stores. The ‘Gudam City’ brand house shifted the media business to IP business. We expanded the drama universe into a brand universe.”
CEO Yoon emphasized, “We aim to create a virtuous cycle by bringing the fictional world of the drama into reality, expanding from media content fandom to brand fandom, and ensuring the sustainability of the drama series.”
She concluded, “We’re attempting something new that merges the influence of K-content with social agendas like urban and regional regeneration to see what social impact it can bring.” Meanwhile, the Gudam City alley pop-up will operate at Jungnim Warehouse near Seoul Station until the 5th of next month from 11 am to 7 pm.
<Photo courtesy of Gil Story IP>
